October 21, 2008

Crisis Management Training Session

Objectives Provide focused message and crisis training to

contractor and employer members of the IWEA.

Gain an understanding for how reporters and editors think

Learn to speak with the media

Establish a general crisis management plan for job site and office personnel.

2

3

Why Crisis Management?

Importance – Shapes Reputations

Builds Relationships

Offers Resources

Generates Results

Powerful – You influence the

story

You shape the industry and customer’s perception

Provides opportunities to share key messages

4

“Some event that causes damage.”

“It usually ends in death or other bodily harm.”

“I am not certain of a definition, but I know it when I see it!”

“From a business perspective it may involve death, the sale of the company or employee harassment.”

What is a crisis?

5

You know it is a crisis, when:

Normal business routines are interfered with

The bottom line is jeopardized

It continues to escalate

Others are speaking about us in a negative manner

What is a crisis?

6

What NOT to do:

Ignore the problem

Deny there is a problem

Lie

Panic

Assign blame

What is a crisis?

7

A crisis is an event or series of events that can become uncontrollable causing disruption to a company’s operations, finances or reputation.

What is a crisis?

8

Reputation can be measured in various forms, including:

Identity Goodwill Image

Examples:

Harvard University Tylenol The Catholic Church

What is a company’s reputation?

9

Reputation is shared through a company’s:

Communications – newsletters, Web sites, etc. Employees Job sites Vehicles Media

What is a company’s reputation?

Let’s Talk AboutThe Media Today

10

11

What Makes a Good Story? News – What is it?

What’s the media’s job?

What is our job? Background and product facts Sources and quotes

12

What Makes a Good Story? Hard News vs. Feature story

Human Interest

Visual Stories

Print, Broadcast, Web

13

Media Characteristics Television

Eight to twelve second soundbites. “World in a minute” Visual and/or auditory Mainstream language is best Messenger carries the message Interviews are very short and focused

14

Media Characteristics Radio

Immediacy Story updates on the hour Middle of the road Reporters tend to be generalists Most don’t focus on facts – opinion Edited format Average interview is lengthy, but story is under

30 seconds

15

Media Characteristics Print

Long ranging impact/expansive More open to story telling Third-party credibility What you say is more important than how you

say it Interviews usually are lengthy and involve

numerous questions

16

Media Characteristics Web

More immediate than print Constantly updated The story behind the story Rumor mills Specific to the reporter’s point of view

17

How We Can Help the Media Build Relationships Get in the reporter’s rolodex Visit them occasionally Be reliable Look for opportunities to partner Contact them when you don’t need them

18

How We Can Help the Media

Be prepared

Know the number of employees

Be able to explain what work is being done

Recite information pertaining to the last incident, company safety record and how previous events were remedied

19

How a reporter thinks? Is this newsworthy to my audience?

Think backwards

20

How a reporter thinks?

By knowing how reporters write you are better prepared to communicate effectively.

This means that we need to direct their focus to our key messages throughout our conversation.

Conclusion

Context

Facts & Data

Background

21

An interview is not an intellectual exercise; it is an opportunity to

deliver specific messages to specific audiences with the

reporter as the conduit.

22

How a reporter thinks?

Key to speaking with a reporter – say what you want

the audience to know

Managing Your Message

23

Single VoiceSimple Message

24

PreparationPresentation

Credibility

25

26

Preparation What is our goal? What questions will you be asked? What’s the angle? Who else have they spoken with? When/where will the story run? Understand the deadline. Buy some time if appropriate.

27

Preparation Are you the right spokesperson for the story? Gather the facts Follow key message points

Write them down Stick to them

PRACTICE, PRACTICE, PRACTICE

28

Preparation

Before the interview, ask yourself …

If the interviewer uses only a 12-second sound bite, what would my message

be?

Preparation

PresentationCredibility

29

30

Presentation Be confident – you own the information

Think of the interview as a conversation

Be concise and clear

Be honest, don’t lie or mislead

31

Presentation Sit up straight

Phone interview – stand up!

Think conservatively when choosing apparel

Avoid caffeine and alcohol

32

Presentation Finish your point and stop talking

Repeat key points at the end – package your answers

33

Presentation

Packaged answers –

Lead with key message

Reinforce message with facts, examples or statistics

Close by reiterating key message

34

Presentation

Packaged answers –

Challenge is to ALWAYS close with key message:

Reinforces what you want the reporters to share with the audience

Ensures that the reporter knows its importance

35

Presentation

Messaging techniques –

Bridging

Flagging

Bullets

36

Presentation

Messaging techniques –

Think of this technique as the ammunition that arms you to

communicate effectively.

PreparationPresentation

Credibility

37

38

Credibility Have one message, one objective.

Repeat it throughout the conversation

39

Credibility It’s much better to say “I don’t know” than to

make something up.

40

Credibility We don’t say “no comment.”

Either bridge to another issue, or tell the reporter you will get back to them after you have gathered the right information

41

Credibility Reporters are not your friends

Never go “off the record.”

42

Credibility Turn negative questions into a positive

response

Don’t argue or debate with a reporter, especially “on the air.”

Correct any fundamentally inaccurate statements made by the interviewer.

43

Credibility If asked a question that strays from the issue,

answer the question then bridge quickly to your message.

Answer the question Share the steps/actions that you are doing to

solve the issue Let them know that it is over Get back to work

44

Credibility Speak clearly and slowly

Reporter’s need you – you own the information.

45

Communications tools

46

Using a Web site during a crisis … Reporters are trained to research and have as

much information about the situation, including a company and its owners, before they ask questions.

Web sites provide an opportunity for research in advance of an interview or discussion.

47

Using a Web site during a crisis … During a crisis (depending on the severity)

reporters will monitor corporate Web sites for official statements, background information and officer biographies to help tell the story.

Advantages of using your Web site to communicate:

Control of message Ease of distribution Assurance that the information is unified

throughout the media

48

Using a Web site during a crisis … Consider:

Prepare a ‘ghost site’ Create an online media center

Media contact information Background on the company Facts about services offered Database of news releases or statements

49

Tips for success Don’t use jargon or tech-speak Paraphrasing and analogies Ask the reporter to play it back Do what you say you will do Be responsive Know that it’s not personal Don’t ask to see the story in advance

50

Tips for success Build that bridge

Connect the question to your answer

Don’t be evasive

Single VoiceSimple Message

51

52

THANK YOU!